MARKETING INFORMATION SYSTEM

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Information about MARKETING INFORMATION SYSTEM

Published on September 12, 2008

Author: bhansalijayanti

Source: slideshare.net

Description

marketing info. system with a few examples

 

Marketing Information System Begins and Ends with Information Users: Interacts with information users to assess information Develops needed information from internal and external sources Helps users analyze information for marketing decisions Distributes the marketing information and helps managers use it for decision making

Begins and Ends with Information Users:

Interacts with information users to assess information

Develops needed information from internal and external sources

Helps users analyze information for marketing decisions

Distributes the marketing information and helps managers use it for decision making

Definition By Philip Kotler 'MKIS' is a planned system of collecting, processing, storing and disseminating data in the form of information needed to carry out the functions of management. According to Phillip Kotler "A marketing information system consists of people, equipment, and procedures to gather, sort, analyses, evaluate, and distribute needed, timely, and accurate information to marketing decision makers."

By Philip Kotler

'MKIS' is a planned system of collecting, processing, storing and disseminating data in the form of information needed to carry out the functions of management. According to Phillip Kotler "A marketing information system consists of people, equipment, and procedures to gather, sort, analyses, evaluate, and distribute needed, timely, and accurate information to marketing decision makers."

The Marketing Information System Marketing Information System Developing Information Information Analysis Internal Databases Marketing Research Marketing Intelligence Distributing Information Assessing Information Needs Marketing Managers Marketing Environment Marketing Decisions and Communications

Developing Marketing Information Internal data is gathered via customer databases, financial records, and operations reports. Advantages include quick and easy access to information. Disadvantages stem from the incompleteness or inappropriateness of data to a particular situation. Internal data Marketing intelligence Marketing research Sources of Info

Internal data is gathered via customer databases, financial records, and operations reports.

Advantages include quick and easy access to information.

Disadvantages stem from the incompleteness or inappropriateness of data to a particular situation.

Internal data

Marketing intelligence

Marketing research

Developing Marketing Information Marketing intelligence is the systematic collection and analysis of publicly available information about competitors and trends in the marketing environment. Competitive intelligence gathering activities have grown dramatically. Many sources of competitive information exist. Internal data Marketing intelligence Marketing research Sources of Info

Marketing intelligence is the systematic collection and analysis of publicly available information about competitors and trends in the marketing environment.

Competitive intelligence gathering activities have grown dramatically.

Many sources of competitive information exist.

Internal data

Marketing intelligence

Marketing research

Developing Marketing Information Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. Internal data Marketing intelligence Marketing research Sources of Info

Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

Internal data

Marketing intelligence

Marketing research

FUNCTIONS OF MKIS Classification Measurement and Analysis Decision Models Reporting system Information retrieval system

Classification

Measurement and Analysis

Decision Models

Reporting system

Information retrieval system

Components of an MKIS Internal Reports System Marketing Intelligence System Marketing Decision Support System (DSS) Marketing Research System

Internal Reports System

Marketing Intelligence System

Marketing Decision Support System (DSS)

Marketing Research System

Components of MKIS

The Marketing Research Process Defining the problem and research objectives Developing the research plan for collecting information Implementing the research plan -- collecting and analyzing the data Interpreting and reporting the findings

The Marketing Research System has a role in MIS because… It gathers information not gathered by the other MIS component subsystems. Marketing research studies are conducted for a specific situation facing the company. Marketing research projects unlike other MIS components are not continuous – they have a beginning and an end.

It gathers information not gathered by the other MIS component subsystems.

Marketing research studies are conducted for a specific situation facing the company.

Marketing research projects unlike other MIS components are not continuous – they have a beginning and an end.

Cost-Benefit Aspects of MKIS Marketing firm should continue to collect and store information up to the point where the marginal cost of information equals the marginal value.

Marketing firm should continue to collect and store information up to the point where the marginal cost of information equals the marginal value.

Advantages Substantial cost saving are realized Marketer’s understanding of their decision environment is increased Decision making effectiveness is upgraded Information value is improved

Substantial cost saving are realized

Marketer’s understanding of their decision environment is increased

Decision making effectiveness is upgraded

Information value is improved

Why don ’ t more firms have an MKIS?

Why don ’ t more firms have an MKIS?

 

FISH

Problems Faced are: Poor Planning Lack of staff and expertise to develop the System.

Poor Planning

Lack of staff and expertise to develop the System.

Fisheries Development Authority of Malaysia (FDMA) It designed the MKIS structure in 1985 Its MKIS is divided into four sub-modules: Market Operation System (MOS) Marketing Monitoring System (MMS) Complex Management System (CMS) Trade Promotion System (TPS)

Fisheries Development Authority of Malaysia (FDMA)

It designed the MKIS structure in 1985

Its MKIS is divided into four sub-modules:

Market Operation System (MOS)

Marketing Monitoring System (MMS)

Complex Management System (CMS)

Trade Promotion System (TPS)

 

PALM OIL

The two major institutions involved in marketing information are: PORLA KLCE Functions of these institutions are: Provide Hedging to reduce prices and risk to Industry Participants. Provide information on the current supply situation of Palm Oil Products

The two major institutions involved in marketing information are:

PORLA

KLCE

Functions of these institutions are:

Provide Hedging to reduce prices and risk to Industry Participants.

Provide information on the current supply situation of Palm Oil Products

Ensures efficient marketing for Palm Oil by means of Market Monitoring. Collects data on Price, Product, Export & Import. Collects data on Production & Stock of Processed Palm Oil.

Ensures efficient marketing for Palm Oil by means of Market Monitoring.

Collects data on Price, Product, Export & Import.

Collects data on Production & Stock of Processed Palm Oil.

 

VEGETABLES

FAMA Role of MKIS IBM 4331-L02 10 Micro Computers TELITA FAMA tends to commercialize

FAMA

Role of MKIS

IBM 4331-L02

10 Micro Computers

TELITA

FAMA tends to commercialize

 

ACKNOWLEDGEMENT We, the members of Group 3, would like to take this opportunity to thank Prof. Jaishankar Ojha for giving us such an interesting topic for our presentation which has enlightened our knowledge on Marketing Information System (MKIS). You have always being a source of inspiration and have always guided us throughout the presentation. We have learnt some good skills of presentation and hope that this will be helpful to us in our near future. Thank you sir for all your support provided to us.

We, the members of Group 3, would like to take this opportunity to thank Prof. Jaishankar Ojha for giving us such an interesting topic for our presentation which has enlightened our knowledge on Marketing Information System (MKIS).

You have always being a source of inspiration and have always guided us throughout the presentation. We have learnt some good skills of presentation and hope that this will be helpful to us in our near future.

Thank you sir for all your support provided to us.

Thank You

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